Gen AI in retail | Why GEO is replacing SEO according to Euromonitor International
July 29, 2026
How does a global insights leader view the impact of generative artificial intelligence on the retail discovery experience? Michelle Evans, Global Lead at Euromonitor International, provides her perspective on why the current technology wave represents a more significant change for commerce than previous mobile or social eras. She explains why focusing on the discovery layer is a priority for brands as they adapt to a new digital environment.
Building a resilient retail strategy in the age of generative intelligence requires understanding the transformation of the discovery process. Michelle Evans, Global Lead at Euromonitor International, explains the move from traditional search optimization toward generative engine optimization. She outlines the reasons why traffic coming from referral platforms often leads to improved conversion rates for specific categories.
The conversation covers the current state of autonomous technology in retail, specifically why consumer trust remains a barrier for certain purchasing interfaces. Michelle also details how categories like beauty and health are leading the way in adoption by helping consumers manage complex choices. The recording concludes with a look at building owned assets to maintain independence from external platform algorithms.
Michelle Evans is the Global Lead at Euromonitor International, where she has spent fifteen years analyzing the space where retail and technology meet. She leads retail insights and engagements, providing data-driven analysis for global clients and speaking at major industry conferences. Her work focuses on helping brands understand consumer behavior and the technological forces changing the e-commerce environment.
What you’ll learn:
The conversation covers the current state of autonomous technology in retail, specifically why consumer trust remains a barrier for certain purchasing interfaces. Michelle also details how categories like beauty and health are leading the way in adoption by helping consumers manage complex choices. The recording concludes with a look at building owned assets to maintain independence from external platform algorithms.
Michelle Evans is the Global Lead at Euromonitor International, where she has spent fifteen years analyzing the space where retail and technology meet. She leads retail insights and engagements, providing data-driven analysis for global clients and speaking at major industry conferences. Her work focuses on helping brands understand consumer behavior and the technological forces changing the e-commerce environment.
What you’ll learn:
- How to compare the current technology wave to the arrival of the internet
- Why generative referrals are leading to higher conversion rates in specific sectors
- The framework for transitioning from traditional search optimization to generative discovery
- How to optimize product data to be machine-readable for automated systems
- Why beauty and health categories serve as early indicators for adoption patterns
- The strategy for building first-party data to protect against algorithmic changes
- How to balance human and bot audiences in a modern storefront
- Why consumer trust in established retailers remains a barrier for new platforms
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